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How To Read Your Customers’ Minds And Provide Content Fit For Their Needs


JUNE 2017

What is the one thing marketers wish they had right now? No, it’s not the biggest email list nor the secret formula for gaining shares or likes. It’s a simple crystal ball! One that will show exactly what customers are thinking at the moment and show marketers what to do. Plain and simple. Unfortunately, we don’t have that anywhere in the world. It can’t even be conjured by magic.  

Consumers of yesterday vs today

It used to be so easy to lure consumers into clicking just about anything they see on the Internet that looked good. The free headphones contest, the “get a loan fast” banner and many other free feel-good stuff, it was a free-for-all and they clicked at it hoping they were legit.

But today, it’s very different. Gone are the naive, easy to bait consumers. They’re wiser now even if they’re still bombarded with aggressive marketing tactics. You can’t easily fool a customer into buying in on a deal without looking at other options or without asking a plethora of questions.

Today, consumers who stare at a product with so many still unanswered questions about it, will not hesitate to go online and look at the competition’s features. He will hope that the other brand can provide answers to his questions because that’s how easy it is to get information today.

So if you don’t satisfy instantly, you’ve just lost a prospect.

What’s in the consumer’s brain?

We’d like to be able to draw up the perfect web copy or sales pitch in the hopes that after publishing, consumers will come in droves just to be able to get your product. But why isn’t’ it happening? Didn’t you feel confident you knew how to get into their brains? With all the data you gathered from surveys, didn’t you get the right info?

It’s all about getting to understand your customers’ data. You can then write awesome content about your product so that customers will make a beeline toward you.


Your best resource

Your ideal customers are your best resource of information in creating that killer copy. With just a few sleuthing skills, you will soon get what you need. Here’s how to get your ideal customers.

  1. Use qualifying questions in your surveys

Ask first whether they qualify to take the survey. This way you can filter out those who wouldn’t make use of your product. By asking the right qualifying questions, you can zero in the right age, gender, occupation, etc. in your topic.

For example: Which category do you belong to:

  1. I own a small business that’s less than 5 years old.
  2. I have a full-time job and a business from home
  3. I have a full-grown business with more than $25K of revenue

This is very specific and will definitely narrow down your respondents significantly.

  1. Study testimonials and reviews of valued clients and conduct interviews

For sure, you have some satisfied and ideal customers. Ask for their feedback to know what a future customer might be. A simple interview will give you so much information:

  • What were the problems they wanted to be resolved
  • What they liked about your product or service
  • What made them hesitate to purchase a product
  • Which of your features actually helped them

The answers will mold your future customers more clearly.

  1. Host a freebie event

Gather some of your ideal customers for a little tea party, seminar or get-together. The open forum portion will allow customers to share their challenges with your product, your niche and the industry. The group will become a valuable and memorable connection with each other but at the same time, valuable intelligence data for you.

  1. Record them all down

If possible, make it verbatim. This way, you can mirror their own words in your copy. It’s like reading what they’ve actually said. When customers express their feelings about the buying process, they use big words like “confused” “challenged” and “overwhelmed.” If you mirror those words, they will feel you hit their pain points and problems right on the nose. The result is instantaneous response. And that’s what we are all hoping to get.


The precious data

At the end of the day, it’s still all about what to do with the amount of data you have painstakingly gathered about your customers. It’s now time to make a fictional version of your ideal customer  and hope that he follows your script to the letter. But your script should be from the point of view of the customer and not you, (the scriptwriter).

You now have your crystal ball and see what actual words your customers are directly saying to you. It will be easy to write awesome content that speaks directly to them.

But nothing’s permanent in this world. Over time, your customers will evolve and your business will change. So make sure you do these exercises again when you feel your crystal ball’s images are getting just a little bit too hazy.

Want to learn more how to leverage your online content for better results? Our newest eBook has the answers. Learn how to become a content superhero with just a few smart tricks from this imaginative collection of content marketing tips. Order one content piece today and get the eBook for free.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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